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Joined on 10/04/2007 Posts: 13
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Dell Introduces the Next Da Vinci

Dell announces new agency agreement with WPP valued at $4.5 billion in agency billings over three years

Dell is announcing today that it will partner with WPP, who will join Dell to create a new global integrated marketing and communications agency.

Together with the WPP agency, Dell is creating a new marketing model designed to further propel Dell's growth.  We've been calling this ‘Project Da Vinci' because we've been looking for the combination of artist and scientist—an agency that has both the creative horsepower and ability to measure the business impact of their work.

The agency will be charged with building shareholder value via programs that are centered on "creativity with a business purpose".   We believe this is the first time a global client and agency have come together to redefine the "agency" on such a scale. 

The process started with Vice President of Global Marketing, Casey Jones, joining Dell  eight months ago and discovering that the Company was working with more than 800 agencies worldwide.   Project Da Vinci was soon started and, as Casey has often said, "Instead of dating 800 agencies, we are creating a partnership with one firm.   We want our partner to spend 100% of their time thinking about our customers, rather than how they will get the next assignment."

We've made several observations together during the agency review process that will guide our effort going forward.  Here are a few  as well as additional commentary on this vlog (link) from Casey, who is our leader of Da Vinci. 

Key Observations

  • The rationale for one partner - A "partner" is someone who works with you not for you. Shares your business goals and is invited into the heart of your marketing process. By combining our agencies we can invest in the long term, in the people and tools to unlock far greater results than a patchwork quilt.
  • Why Dell and why now? - Dell is known for simplifying PCs and the supply chain beginning 23 years ago. It's in our DNA to simplify all we do and now we are going to apply our expertise to simplify marketing at Dell.
  • The Internet revolution - When you have one billion people online and another one billion joining them over the next four years, it becomes very important for us to have the right analytics, the right team and the ability to build campaigns in days, rather than months.
  • The importance of agency talent - We want Dell's agency to be the agency of choice for the most talented people in the world.
  • How we will coordinate - Most agencies integrate by gluing teams and people together within their holding company with a completely separate P&Ls. Da Vinci will have one global P&L. One great team at WPP to match up with our team, so we can create magic together. One team that is known for highly productive relationships between those who create and those who manage the daily work. Pretty simple stuff.
  • The importance of analytics - Improving shareholder value is the ultimate award for all of us to win. Yes, we don't mind winning industry awards, but our customers and our shareholders are our focus, not what we can win in Cannes. A combination of great analytics and creative is key.
  • The centralization of new relationships - We will empower our new agency to handle all subcontracting relationships with talented professionals and firms who want to work with Dell. They will be encouraged to join our Da Vinci team.
  • The investment in our future - WPP will invest in our relationship as much as we do in them. It's mutual from day one.

Stay tuned for a blog post soon from our new partner, as well as updates on Da Vinci's progress on behalf of Dell.

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Are there any upcoming meetings with WPP and Dell officers in which I might be able to attend to understand the program in greater detail?

 

is Project Da Vinci started its operation? when is it taking away everything from other agencies?

 

Thanks

 

Dear Mr. Jones, Mr. Jarvis, Ms. Hausladen and Mr. Segall:

I recently read about Dell's Project Da Vinci. Congratulations! 

I neither work for Dell nor for WPP...yet.  However, my creative side is insatiable  It's my forte'.  With fourteen years of on-air radio experience and an additional seven years of stand-up comedy locally here in Austin, I confidently believe I have something to contribute to Dell, Project Da Vinci WPP and its shareholders. 

And, in return, working for Ms. Hausladen and Mr. Segall would provide me with the daily creative outlet I crave sooo much every single day.  Heck, I even practice writing jokes and monologues on my off time just for the fun. Who does that?  Well, it is Austin and we are all pretty weird collectively.

Valerie, Ken: be prepared, a tsunami of creativity is heading your way.  By the way, I have Project Da Vinci's first TV commercial. 

Ladies and Gentlemen: thank you all for your valuable time and consideration.  I hope to be working for you all soon.

Warm regards to all, 

Ken R. 

 

It was suppose to start on March 1st, 2008, no?

It´s delayed ? or it has gone back ? 

 

Good day,

 I am looking for contact details to send certain cooperation offer to Project Da Vinci. So if the moderator or anyone else can provide email or telephone numbers with whom to talk I would appreciate that. Tried sending to the email address above but obviously this email is for hirings and we are looking for someone responsible for product marketing.

 

Regards,

Aida Martirosyan
 

 
Aida Martirosyan

 

I think that what Dell is doing centralizing its efforts is very practical and will be efficient. Not only because it sounds as a good plan but because some times ago I had a chance to work on few of Dell projects and saw how the inefficient were the efforts and how the chain works.


Regards,

Aida Martirosyan

European Economic Chamber 

 

 I ´m a Regional Account Director in South Latin America in one of the WPP group global agencies.

I´m working for a global account ( i can only say it´s a FMCG) in an integrated marketing services or what some one called a "Thru-the-line" service.

In our daily work we keep in mind all the stakeholder: consumer, buyers, sales affiliates, distributor and wholesalers. For a similar job, Project Da Vinci should have the most capable people and the attitude in this type of agency job: account people is easy. Creatives (ATL & BTL) is not so easy....

I think the project is an excellent strategical move from the Dell´s top marketing officers and will gave increase brand value, business growth in sales and a lower agencies fees expenditures (having one global AOR), keeping the budget.

I think the project Da Vinci is so interest and challenging that maybe I applied when the recruitment starts and all the positions are define.

Congratulations again Mr Casey

Best "Merde" (do not say the opposite word...) 

Martin

form the bottom of the world 

 

hey,

it doesn t mean WPP 's media agency wil handle the media work, for instance Mediacom ?

 Will it be the Da vinci 's media entity only, or they wil have connexion with WPP agencies ?

 

hasta luego

 
DeeJayDubya

Like many, I'm interested in finding out who is handling this business. I represent a community of business leaders who mold public opinion and but lots of IT services.

 

I remember the time when IT Outsourcing started (1989). Over the last two decades, the idea of IT outsouring has gone from being a crazy idea ("how can you outsource your crwon jewels") to one that calls for seriously using the power of expertise in the vendor community ("Sourcing capabilities with a portfolio of vendors"). I believe that this is a big, bold and innovative idea that may revoloutionize marketing services.

I posted an entry about it on my blog.  I am looking forward to tracking the developments--not only this initiative but also follow-on responses by other firms to gain from rethinking pooling of marketing talent. Best Wishes.

 
Ditto on getting info regarding where to send my resume.
 

Count me in....I would love to find out more about the media department for this new and exciting agency. At this point in time does anyone know where a resume should be sent?

Thanks,

Lisa PC

 
Absolutely the best thing I've heard from the marketing services sector this year!  I passionately hope you guys succeed.  At last some real marketing!  Good on ya' Casey!  Read my blog.
 

I too have a similar interest in working for the new marketing communications agency - DaVinci!  Where will it based? What is the timeline to full functionality? What is the process for finding and hiring talent to support the new organization?

 Thank you!

 

Can someone tell me where to apply to work @ DaVinci?  Is the Agency going to be located in Texas?

 

 

First lets take the hype out and look at the facts -

THE AGENCIES OF TODAY CANT DELIVER that is the biggest issue.

Second, Dell is about to spend 4.5 B on marketing. They will trust themselves but no an agency with that kind of money. Since they dont want to build and agency in house (investment is huge) so lets call it partnership but in essence, buy an agency. Agencies focus on Awards, Dell want to focus on ROI.

Last but not least, DELL needs to remember, it is all in the product. The killer to a mediocare product is a brilliant ad campaign.

But what do I know  :))

 
Mark,

If you're at the CMO Council this week, you should speak to some peers that have done something on this scale successfully with/at WPP.  A number of major players from the Ogilvy/IBM launch team are now in other jobs and get involved in the Council - Jocelyne Attal, Gary Elliott, Marty Etherington, Lauren Flaherty, Dave Laverty, Marilyn Mersereau, Ed O'Meara, and Jim Rose are all likely to be there again.  

GP 
 

Finally,  some focus and clarity of messaging/branding.

It all makes sense to me.

Any news of who at WPP will be running the new entity?

Where will it be based? Who's conducting creative search ?

 


 
i think that dell is doing great to have its own corporate blog and pardon me as this is my first time visiting this blog. i'll definately bookmark this page and kudos to Dell for this excellent effort!
 
Can anyone explain why a comment submitted on December 2nd took almost 24 hours to post while one submitted this morning went almost immediately?
 
jervis961: You can blame me for the delay. I moderate all comments over the weekend, and was delayed a bit in getting to things on Sunday.

 
Dell is truly using its power as an enterprise to create a storm in the market. I think this will take them to No. 1  - taking out HP and Lenovo.
 

Just heard about the news and was quite skeptical with the my initial understanding of the same. But after seeing the video and the rationale behind the idea.

 I can't help but think, that this is the evolution of advertising. Would surely bring in the business synergy with the agency. And as mentioned earlier, the marriage of sorts would definitely benefit DELL tremendously.

 Very impressed with DELL for having taking it to the next level and moving beyond traditional vendor approach.

 
Regards,

Sid
 

 
Hey!  Can we use some of that money to fix the IdeaStorm site?  Maybe to something drastic like make it work properly.  At least buy a few cans of bug spray for the place.  :)